Pengaruh Event Marketing Terhadap Minat Pengunjung dalam Mengunjungi the Park Shoping Mall Solo Baru

Ragil Ayu Handayani Gasiarsih, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT This research aims to find out how event marketing clout against the interest of visitors to visit The Park Shopping Mall Solo Baru as well as among the variables of special event, publications, and exhibitions, which are the variables that dominantly affect the interests of The Park Shopping Mall Solo Baru visitors. This study uses survey method with a detailed questionnaire to the visitor respondents of The Park Shopping Mall Solo Baru and the result is analyzed by using multiple linear regression analysis of the obtained results from calculations of SPSS and considering Test t Test, F, and Coefficient of Determination. Based on the results of research that has been done, it can be summed up that special event, publications and exhibitions, all is significantly influential to customer's interest, but from three of the free variables, the most influential variable on customer interest is the publications variable, as publications variable can contribute 43,2 % of the interest of the customer, the next order of the variables is the special event which contributed 33,1% and the last sequence of variables is the exhibition variable that contributed at 21.4%. Furthermore, whether or not that there is a simultaneous influence among the three free variables against interest variable, the result obtained is that special event, publication and exhibition simultaneously effect on the interest of the customer, 59,2% of the customer's interest can be explained simultaneously by the special events variable, publications and exhibitions. Event marketing conducted by The Park Shopping Mall Solo Baru overall strongly affect the interest of visitors, but the competition of the existing malls in the city of Solo was very tight and constantly innovative, then The Park Mall should continue to increase the innovative marketing, especially in the event strategy which is held. Keywords: Event Marketing, Visitor’s Interest

Kata Kunci : Marketing